This February marks an exciting milestone for the print and paper industry with the launch of Love Paper Week, running from 3rd-7th February 2025. This global initiative aims to challenge misconceptions about paper sustainability while highlighting the unique benefits of print media in today’s digital age.
Breaking Down Paper Myths
Despite paper being one of the most sustainable and recyclable materials available, common misconceptions persist. The Two Sides Trend Tracker Survey 2023 reveals that 37% of European consumers believe paper and paper packaging are harmful to the environment. However, the reality tells a different story – paper boasts an impressive 79% recycling rate in Europe, the highest of any material according to Cepi Key Statistics 2023.
“In an era where sustainability is paramount, print marketing offers businesses a remarkably eco-friendly choice,” says Steve Morton, Sales Director at KPM Group. “What many don’t realise is that print materials not only deliver superior engagement rates but also leave a smaller environmental footprint than many digital alternatives. When you put your brand literally in someone’s hands through high-quality printed materials, you’re not just creating a tangible connection – you’re making a sustainable marketing choice that delivers measurable results.”
Steve Morton, Sales Director
The Hidden Environmental Cost of Digital
While digital marketing is often perceived as the ‘green’ choice, the environmental impact of our digital infrastructure is significant and growing. Data centres and digital infrastructure contribute substantially to global energy consumption and electronic waste. According to the International Energy Agency (IEA), data centres consume around 1-1.5% of global electricity use. Additionally, the United Nations reports that global e-waste generation reached 62 million metric tonnes in 2022, and this number continues to grow. In addition, the report found that e-waste is on track to rise to 82 million tonnes in 2030.
In contrast, paper is renewable, recyclable, and biodegradable. The paper industry plants more trees than it harvests, making it one of the few truly sustainable industries. Mail can be part of a sustainable, circular economy, and by understanding its entire life cycle, we can make informed decisions that significantly reduce environmental impact.
Print’s Powerful Role in Modern Marketing
The effectiveness of mail in marketing campaigns is backed by impressive statistics. According to MarketReach, mail achieves a remarkable 95% engagement rate, with 33% of direct mail leading to commercial actions such as making a purchase, going online, or using a voucher.
Research from WARC’s “Driving Effectiveness with Direct Mail” report reveals even more compelling evidence of mail’s impact:
- Campaigns with mail in the mix are 52% more likely to report ROI benefits
- Organisations are 75% more likely to report profit uplifts when including mail
- Market share uplifts are 65% more likely when mail is part of the campaign
These statistics demonstrate mail’s unique ability to cut through today’s fragmented media landscape and deliver measurable results.
Supporting Love Paper Week
As proud members of Two Sides, KPM Group is actively supporting Love Paper Week and its mission to educate businesses and consumers about the sustainability and effectiveness of paper-based communication. We encourage our clients to consider how sustainable print materials can enhance their marketing mix and contribute to their environmental goals.
Want to learn more about incorporating sustainable print solutions into your marketing strategy?
Contact our team to discover how we can help optimise your multichannel campaigns while maintaining your commitment to environmental responsibility.
Book a Free Data Health Check
Contact KPM Group to discuss your sustainable print marketing needs. We’ll ensure that you only produce, print & post what you need to maximise ROI and minimise wastage.
To do this, discover how effective your mailing data is with our free report and recommendations. You’ll gain insights into the quality of your data and see how much of your data is healthy. Plus, we’ll include recommendations for improvement and next steps.
To book your Free Data Health Check please fill in the form here: Contact Us
